【欣赏】酒包装（1）─清酒 The Dawn in Shisui

设计师：Masaomi Fujita职位：Art Director(艺术总监）国籍：Tokyo, Japan...

设计师：Masaomi Fujita

职位：Art Director(艺术总监）

国籍：Tokyo, Japan（东京，日本）

公司：Tegusu, Beijing

项目：Sake NouveauProject（新鲜清酒项目）：

设计师的想法

Iinumahonke is a sake brewery that has been around for 300years in Shisuimachi, Chiba Prefecture. Making freshly pressed sake, called“Hatsushibori,” is held in this brewery every November to mark the beginning ofthe Japanese sake making season. They ship the sake pressed on the same day, soconsumers enjoy the product delivered as fresh as possible. “Sake NouveauProject” is a project to rename the freshly pressed sake to “Sake Nouveau” andpublicize it so that many people will recognize it.

tegusuhandled all the creative tasks in the project, including developing the conceptof “Sake Nouveau,” naming the product, packaging design, and making the promotionalvideo.

千叶县酒々井町的Linumahonke（飯沼本家）是拥有三百年历史的清酒厂。这家酿酒厂每年十一月开始酿造日本清酒，他们酿造的鲜榨清酒被称作Hatsushibori。酒被压榨出的同一天便会被运出销售，所以消费者可以享用最新鲜的清酒。“Sake Nouveau Project（新鲜清酒项目）”的名称来源于这家酿酒厂的鲜榨清酒，目的是告知清酒很新鲜，让更多人来认识它。 Tegusu公司接手了这个项目的所有创意内容，包括“Sake Nouveau（新鲜清酒）”的概念，项目命名，包装设计以及促销视频的制作。The wine“Beaujolais Nouveau” was created by brewers to express their gratitude towardsgifts from the land, share the joy of harvest with wine lovers, and let themknow the exquisiteness of the new wine. Similarly, the idea of “Sake Nouveau”was born with the hope that it will be an annual event to appreciate clearwater and the harvest of rice with the freshly pressed sake, and to celebratethe beginning of the Japanese sake making season with sake drinkers.

法国红酒“BeaujolaisNouveau（【法】博若莱新酿葡萄酒）”之所以被酿造出来是为了表达对大地的感激，分享葡萄酒的收获，让人们知道新鲜酒的美味。所以“Sake Nouveau”的名称及策划由此而生，希望它可以成为每年举行的活动，表达对土地赐予人们水源和大米的感激，希望清澈的水和丰收的大米酿造出新鲜可口的清酒，也为了庆祝日本清酒酒酿季的开始。



●Concept:

Theconcept of Sake Nouveau is “celebrate, taste, and come together.” Celebrate theharvest of crops, and share the freshness of sake which was just pressed thatday and the luxury of the great taste which you can only experience for alimited time period… The expectation that Sake Nouveau will be the kind of sakewhich produces a like-hearted community of sake lovers is behind thisconcept.

概念：

Sake Nouveau（新鲜清酒项目）的理念是“庆祝，品味和凝聚。”庆祝庄稼的丰收，分享新鲜酿造的清酒，品味珍贵稀有的好味道，这只有在酿出之后短时间内才能品尝到。希望通过Sake Nouveau这个理念，可以凝聚起一批真心喜欢这类清酒的用户。







●Naming :

Theproduct is named ”The Dawn in Shisui” because it’s a type of sake whose production process is completed at the crack of dawn with the pressingstarting at midnight, bottled by early morning, and shipped. It also marks thebeginning of the sake making season. (*Shisui is the name of the town where thebrewery is located.)

产品命名：

产品的名称是”The Dawn in Shisui（酒々井町的黎明）”。这款酒产品制作流程的完成时间在黎明，酒厂地点在酒々井町，因此而得名，从午夜开始压榨，早晨包装封箱然后开始运往销售点。它也同样表示日本清酒季的开始。（*Shisui是该酒厂所在地的乡镇名。）



●Design :

Dark blueis used as the color that symbolizes the overall impression of “The Dawn inShisui.”  Dark blue represents the somber sky before the sun rises. Thepackage is printed directly on the bottle and the design accentuates thetransparency of liquid. This is to show the refreshing and clear taste of thesake that is freshly pressed. The landscape silhouette in blue represents therural view in Shisui, where rice is produced. The gradation of dots, whichsymbolizes the crack of dawn, is combined with the silhouette. Our originalfont is used for the logotype of the product name.

设计：

暗蓝色作为“The Dawn in Shisui（酒々井町的黎明）”的主色调。暗蓝色代表了太阳升起之前昏暗的天空。包装是直接喷印在瓶子上的，注重表现液体的透明。这样为了更好地展示新鲜纯净的鲜榨清酒。蓝色的风景剪影代表酒々井町的乡村景象，指产品的来源地。点的渐变象征了黎明，与剪影融合。我们的原创字体作为商标使用。













We also produced the brand pamphlet andflyer. Please check out the promotional video, in which you will see thefilming of the landscape at dawn in Shisui and a scene of brewers makingsake.

上图是我们制作的产品宣传册和传单。接下来请看一下促销视频，你会看到酒々井町黎明的风景以及酿酒厂的制作场景。



促销视频地址：https://v.qq.com/x/page/o03482gysje.html”The Dawn in Shisui” can bepurchased on the crowdfunding website “Makuake” until November 7th, 2016.

*Available only in Japan. The productcannot be shipped to Okinawa and remote islands.

*Same day delivery is available only inthe Kanto region. The product will be delivered in 1 or 2 days to all the otherareas.

“酒々井町的黎明”从2016年11月7日起售，在众筹网站“Makuake”可以买到。

*只能在日本买到。该产品无法运往Okinawa（冲绳县）或者偏僻的岛屿。

*当天可送达的区域只有关东地区。其他地区则需要一到两天的时间。

（以上内容来源于Behance，翻译：小编

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